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TRUSTe Unveils New EU Privacy Solution
March 2012 by Marc Jacob
At IAPP Global Privacy Summit, TRUSTe introduced a privacy solution to help businesses accelerate their readiness to comply with the "EU Cookie Directive." TRUSTe’s EU Cookie Audit service will provide companies conducting business in the EU the information that they need to address the privacy law, which requires websites to obtain prior informed consent before they can store or access information on a consumer’s computer via technologies such as browser cookies.
The United Kingdom has declared May 25, 2012 as the deadline for companies to begin complying with the law, and the rest of the European Union is expected to follow suit shortly. The EU Cookie Audit includes a detailed and ongoing analysis of all first- and third-party tracking activity present on websites and is supported by a comprehensive privacy strategy assessment by TRUSTe’s policy team.
TRUSTe has been on the forefront of online privacy for more than a decade, leading the industry with innovative technology, compliance and consumer solutions across multiple emerging markets, such as mobile, cloud and online behavioral advertising. Since 2000, TRUSTe has been the premier provider of services to help companies self-certify with the US-EU Safe Harbor Framework. The introduction of its latest EU privacy solution is a natural extension to its suite of products designed to address the increasingly complex privacy compliance requirements of businesses and to inform and educate consumers.
TRUSTe EU Cookie Audit Delivers Foundation for Powerful Compliance Framework
TRUSTe’s EU Cookie Audit addresses the crucial first step in complying with the EU Cookie Directive by providing accurate and continuous insight into all tracking technologies being used on a company’s website. Powered by TRUSTe’s robust website assessment technology, the EU Cookie Audit service can index all trackers and provide ongoing intelligence about their activity, origin and risk-level. Relying on TRUSTe’s extensive database covering more than 1,000 third-party tracking domains, the EU Cookie Audit allows businesses to easily monitor and detect trackers, providing details that include:
whether the tracking is being conducted by a first- or third-party
the location of the tracker on the website
the organization generating the tracking
a history of the tracking
intrusiveness of the tracking activities.
Armed with this data, businesses can more adequately control and protect the privacy of their customers and ensure transparency regarding activity on their websites.
